Insurance awareness campaign initiated by Axis Max Life throughout 50 rural villages in Uttar Pradesh as part of the state's insurance program
In a bid to enhance life insurance understanding and ownership in rural Uttar Pradesh, Axis Max Life Insurance Limited has launched a comprehensive rural awareness drive. The campaign, which is a part of the insurer's role as the lead insurer for Uttar Pradesh under the IRDAI's State Insurance Plan, aims to build last-mile insurance awareness and expand life insurance coverage in rural areas.
The drive includes morning, midday, and evening community sessions at local mandis and markets, as well as at community centres. It specifically targets 50 villages in the Unnao and Baghpat districts, with a focus on women and Self-Help Group (SHG) members.
This large-scale rural activation campaign reflects Axis Max Life’s commitment to increasing insurance awareness among one of India’s largest rural populations. The initiative aligns with insights from Axis Max Life’s India Protection Quotient (IPQ) 7.0 Rural Edition study, which revealed rising insurance awareness in rural India but a persistent protection gap.
The awareness drive involves influential local voices such as village pradhans (headmen), teachers, doctors, and female members of SHGs to amplify outreach and create a multiplier effect within rural communities. Culturally rooted and locally relevant methods such as nukkad nataks (street plays), storytelling, and community meetings called baithaks are being used to engage approximately 30,000 individuals, including farmers and villagers.
The campaign supports the broader IRDAI vision of ‘Insurance for All by 2047’, focusing on simplifying products, leveraging inclusive advisory networks, and using technology-led delivery to meet rural India’s evolving protection needs empathetically and effectively.
Axis Max Life Insurance Limited offers comprehensive protection and long-term savings life insurance solutions. The 'Aarohan' channel, which focuses on emerging customer segments in rural and semi-urban India, will service the leads generated through these mobilizations at the grassroots levels and community engagements.
A signature element of the program is the 'Spin the Wheel' game where participants learn the importance of insurance across different life stages and calculate their Human Life Value (HLV) in real time.
Axis Max Life Insurance Limited is a joint venture between Max Financial Services Limited and Axis Bank Limited. As per the annual audited financials for FY2024-25, Axis Max Life has achieved a gross written premium of INR 33,223 Cr.
[1] Source: Axis Max Life Press Release [2] Source: Axis Max Life India Protection Quotient (IPQ) 7.0 Rural Edition
- To complement its role as the lead insurer in Uttar Pradesh, Axis Max Life Insurance Limited is using the 'Aarohan' channel, catering to emerging customer segments in rural and semi-urban India, to service leads generated through the comprehensive rural awareness drive, thereby aligning with the IRDAI's vision of 'Insurance for All by 2047' and ensuring that finance and insurance business reaches the grassroots level.
- As a part of the large-scale rural activation campaign, Axis Max Life Insurance Limited is organizing the 'Spin the Wheel' game, where participants learn the importance of insurance across different life stages and calculate their Human Life Value (HLV) in real time, demonstrating the insurer's dedication to increasing insurance awareness among rural populations in India.
